Source: The Mercury, 21 June, 1996, p.7


Radio a
turn-off for
teens, says
study

TEENAGERS are gradually
turning away from radio and
spending far less time
listening to broadcasts than
they did five years ago, a new
survey has found.

   But radio remains important
to them. The average teenager
spends nearly 13 hours a week
tuned in, devoting more time
to the radio than anything
except television.

   Five years ago, teenagers
listened to almost 16 hours a
week and more than half now
believe there is room for
improvement in
programming.

   The Australian Broadcasting
Authority research throws
doubt on youth radio networks
while stations are starting to
target a young audience.

   But radio stations regarded
adults as far more reliable
audiences - less likely to
switch stations and available
for more listening time.

   Yet 72% of teenagers
listened to the radio every day
and 75% had a radio, cassette
or CD player in their
bedrooms.

   They preferred to listen to
commercial FM stations and
the ABC's Triple J network.

   Teenagers in rural Australia
were least satisfied with their
choice of station.

   Triple J is having a massive
expansion to make the station
available across Australia.

   Almost half of all teenagers
who have no access to Triple J
said they wanted the service.


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